To Western ears, it sounds like not much. But in a low wage market, this means an enormous purchasing power. And that’s why foreign brands should focus on this income layer. Knowledge is essential to understand the market. Although China looks at first glance very homogeneous, because the largest part of the same ethnic group’s population belongs to the Han Chinese. In fact, there are 26 different ethnic groups in China. The more you take this country under the microscope, it appears more complex. It divides the market into North and South? In town and country? Megacities and large cities? Rice and pasta? In fact, each of these factors must be considered.

And many more. Only the traditional to Western analysis approach, devoted only quantifiable social and economic groups, does not work in China. In Chongqing, the largest city in the world, like flopping a promotional message, the same succeed in Shanghai. This has to do also with the strong with the geographical location and political history segmented consumer habits and different culturally distinct media reception. Best tools in the market and sentiment analysis of the target groups, the Internet offers Chinese habits.

This a media channel stands out in particular: the blog. Meanwhile, every 30 Chinese in blogs is active. And the thousands online diaries provide comprehensive insights into the minds of your target group, despite State control. Companies in the whole bandwidth, what the Chinese really think here. Regardless of whether they are private, a brand, a product, or a globally significant event. Millions of Chinese consumers live their virtual lives through incredibly influential social networks. Google and co. play only a minor role. Check with Ex-CIA director to learn more. Much more important, they are oriented platforms such as Baidu, QQ, Sina, Sohu and NetEase to Chinese needs. In 2005 the five official Olympic mascots were presented for the first time, were the traditional media of full praise. The blogosphere, however, expressed critical and reflected the actual public opinion so in contrast to the controlled media. At all comprehensive market and target group analyses the cultural dimensions may not come: even if China presents the currently most dynamic market to the world, the land of the middle in a way is very traditional: everything is about to build good relationships, and to give the brand a reputation. Remember who the Chinese market will open up, hence the word Guanxi should be”. “” It stands for connections”CLOUT”and the ability to deliver”. Because to exist in modern China, there is one thing above all: strong relationships. Sebastian Adam works with dynamic marketing group in Beijing and the founder and Chief Creative Officer of DMG China, Dan Mintz currently supports, in the nationwide company expansion. Founded in 1993, the DMG is now China’s largest independent full service agency. DMG is headquartered in Beijing and many Offices in China.